One of the key arguments for the acquisition of costly domain names and a key factors adding value to them, is direct navigation. As already mentioned above, direct navigation denotes the act of entering the name of a specific product or service in the web address field rather than searching for it through a search engine, say, “weather,com” for weather news, or “jewelers.com” for jewel shopping. Direct navigation usually stands the test, and because of the generally good outcome on one side, and increasingly complicated results the user is forced to put up with when using search engines on the other, direct search traffic grew 36% annually from 2002 to 2006 (Goldmann Sachs) and keeps growing strongly today. Those of us who might not even have considered using direct navigation up till now, may as well become zealous direct navigators tomorrow.

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